PTT Lubricants puts family at the center of new brand campaign via Yell Bangkok
In a lubricant market crowded with technical jargon and aggressive product claims, PTT Lubricants chose to begin somewhere else: emotion. What if a car is not just a machine, but a member of the family?
Rooted in the insight that many Thai families form deep emotional bonds with their cars, the brand reframed car care as something deeply personal. Cars are part of everyday life, carrying families through daily routines, shared memories, and life’s most meaningful moments.
From this perspective, engine oil was redefined – not merely as a functional necessity, but as vitamins for the car, quietly protecting the heart of something people genuinely love.
Choosing stories over selling Instead of a conventional, product-driven commercial, PTT Lubricants created a long-form film. The decision was deliberate. To build emotional connection, the story needed space to breathe.
Told in a mockumentary style, the film, created via Yell Worldwide Bangkok, feels natural, honest, and relatable. There is no forced messaging. No aggressive product push. Viewers are invited to smile, to recognize themselves, and to connect with the brand on their own terms. Music that knows when to speak. The emotional tone of the film is gently elevated by Langkha (The Roof) by T 047.
Rather than driving emotion, the music quietly supports it, entering only when it feels right. The result is a sincere emotional response, one that reinforces a simple belief. Caring for a car is simply another way of caring for family.
A reminder, not a claim. This campaign does not attempt to prove that PTT Lubricants is better. Instead, it reminds people of something they already know.
When you truly care about something, you take care of it properly. We take care of what we love. And for many families, a car is one of them. Family Car. Family Care.
And that is where PTT Lubricants belongs, not just in engines, but in the lives of the families who trust them.
